Brand Tone

Aspirational, Curated, and Personal

Brand Values

• •Quality and Craftsmanship
• •Contemporary Italian Style
• •Personalized Service
• •Authenticity

Best Practices

• •Lead with the Lifestyle, Support with the Product: Start by evoking a feeling, an occasion, or a lifestyle (e.g., "For the weekend escape," "The art of city living"). Then, introduce the product as the solution or enabler of that lifestyle.
• •Use "Curated," "Selected," and "Edited" Language: Employ words that reinforce the brand's role as a style expert. Phrases like "Our curated selection," "Handpicked for you," or "The AR D'Angelo edit" emphasize the value you provide beyond just selling products.
• •Balance Italian Roots with a Modern Outlook: Reference the brand's Italian heritage and appreciation for style ("stile Italiano," "eleganza") but keep the language modern, crisp, and direct. Avoid overly romantic or cliché phrases.
• •Highlight Brand Names within a Narrative: When mentioning the brands you carry, frame them as partners in quality. For example, instead of just listing "Now stocking Ciesse Piumini," try "We've chosen Ciesse Piumini for its unparalleled warmth and iconic Italian design."
• •Maintain a Consistent Voice Across All Channels: Ensure the sophisticated, curated tone from the website is carried through to every Instagram caption, Facebook post, and customer service email. The voice should always be polished, confident, and helpful.

Social Perception

Reliable, high-end local retailer for men's fashion; a go-to destination for quality brands; trustworthy and local; stylish and on-trend.

Copy Examples

• •The city chill has met its match. Discover the new collection from People of Shibuya—where technical performance meets urban elegance. Curated for the modern man. Shop the look in-store and online.
• •Step Up Your Style. Our handpicked collection of Alexander Smith sneakers combines Italian design with ultimate comfort. The foundation of a perfect wardrobe starts here.
• •At AR D'Angelo, we don't just sell clothes; we curate style. From timeless knitwear to performance jackets, discover pieces that define your look. Visit us in Caltanissetta or explore the full collection at ardangelo.com.
• •New Arrivals: Your Curated Edit for the Season. Discerning style is about making the right choices. We've made it simple by selecting the season's essential pieces from North Sails and ATPCO. Build a wardrobe that lasts. Explore what's new.
• •More than just a polo. This is a statement of relaxed sophistication. Crafted by Sun68 with uncompromising attention to detail, it’s the perfect piece for any occasion, from a morning espresso to an evening aperitivo. A cornerstone of effortless Italian style, selected for you by AR D'Angelo.